News & Press Releases
digiday: DAILY | Peer39 Plays Semantic Defense
by John Gaffney
Semantic targeting has opened the promise of true contextual placements for brands and publishers. In this world of octomoms, errant athletes, and cyberterror. Several targeting firms are turning toward stressing their ability to play semantic defense for brands as well as efficient semantic placement. With that in mind, Peer 39 has announced the general availability of SemanticProtect, a solution that leverages semantic targeting to protect brands in real time.
The new product is aimed at avoiding risky, negative and controversial content. According to Peer39 CEO Amiad Solomon, As content continues to change in real time, SemanticProtect monitors and registers page changes and automatically updates new content restrictions. The technology applies a list of restrictions to pages avoiding placement of ads next to negative content such as disasters, crime, adult material, and inappropriate objectionable language. SemanticProtect leverages Natural Language Processing and Machine Learning to better understand and identify the meaning within content, helping brands to avoid being perceived in a negative light due to content adjacencies.
“Some content can be a dangerous move for brands,” said Amiad Solomon, CEO and founder of Peer39. “SemanticProtect qualifies the meaning of page content and protects from placement next to material that is in not in harmony with the brand. As page content continues to change, Peer39 provides advertisers and publishers alike with a solution to successfully navigate.”
Solomon says Peer39s customer base of publishers, agencies and exchanges have requested the protective approach. He says it is a continuing sign that publishers continue to evaluate and adopt semantic targeting as a next level of search optimization.
“A company’s reputation is a key asset, especially in today’s tough economic climate. Monitoring and protecting brands against negative sentiment is a struggle for many, employing critical time and management attention,” said Gordon Crovitz, Peer39 Advisory Board member and former publisher of The Wall Street Journal. “Peer39′s SemanticProtect gives both advertisers and publishers peace of mind, knowing that advertisements will be placed in appropriate contexts.”